Downtown Salem Retail Plan

Presentation to Salem Redevelopment Authority May 9, 2007 Karl Seidman Consulting Services ConsultEcon, Inc.

Study Goals

      Understand downtown markets: Residents, visitors, workers, students  Analyze downtown business mix: Strengths, clusters and gaps Inventory vacancies Formulate strategies and action plan Secure buy-in for implementation Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Study Components

       Consumer market segment analysis Downtown businesses inventory Telephone survey of 360 households Stakeholder focus groups Working Group meetings SRA presentation and public meeting Prepare Interim and Final Reports Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Consumer Market Analysis: Trade Area Demographics

     Trade area: Salem and 5 surrounding communities Population: 194,000 and 79,000 households Median age: 40.5—above Essex County or Boston region Higher income: 41% of households above $75,000 63% of households are one or two people

Trade Area Households by Size 4 or More 21% 3-Person 16% 1-Person 30% 2-Person 33%

Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Consumer Market Analysis: Spending by Segment

     $1.45 billion in combined retail & restaurant spending by residents, visitors, downtown workers & students Residents are biggest market: $1.3 billion (88%) Visitors are 2 nd largest: $124 million (9%) Salem State students spend $36.5 million Downtown workers are an $8 million market Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Spending by Retail Category

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Largest consumer markets are:

    Groceries ($324 million) Restaurants ($264 million), Entertainment ($191 million) Apparel & related services ($157 million) Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Consumer Market Analysis: Shopping Patterns

   Downtown Salem is a shopping & dining destination:   61% of trade residents visit downtown to dine or shop 59% come at several times per month  Downtown ranks first as the primary destination to dine (59%) and to shop for gifts & crafts (35%) North Shore/Liberty Tree Malls are key competition and primary shopping destination for most goods Saturdays & afternoons are the most common shopping times Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Customer Evaluation of Downtown

     Customers rate downtown positively 60% rate it good or excellent for 9 of 15 items 80% cite restaurant quality & selection as good or excellent Physical attractiveness rated highly Traffic/parking received lowest marks: 30-32% rated them poor Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Key Ways to Expand Resident Shopping Downtown

 More diverse shopping options  Clothing and gift/specialty stores are most likely to draw more shoppers  Expanded arts and cultural offerings  Live music and performances are most popular  Improved traffic and parking information Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Visitor Trends

   Estimated 700,000 tourists annually--26% of tourists to Essex County   Salem Maritime Site draws 650,000 to 800,000 visitors annually Salem Witch Museum draws 400,000 per year July, August, October are peak seasons Opportunity to increase shoulder season visitation, esp. in June and September Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Monthly Visitation to Salem Maritime Site

25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Ja nu ar y Fe br ua ry M ar ch Ap ril Karl Seidman Consulting Services/ConsultEcon M ay Ju ne Ju ly Au gu st Se pt em be Downtown Salem Retail Plan r O ct ob er N ov em be D r ec em be r

Downtown Business Mix

Category Retail Accommodation & Food Number of Firms 107 Square Feet 206,000 61 133,000 Arts & Entertainment Total Karl Seidman Consulting Services/ConsultEcon 15 349 Downtown Salem Retail Plan 105,000 819,000

Downtown Business Concentrations

     55 restaurants 15 attractions 45 gift/souvenirs stores  60% are not witch-themed Shops exist in most retail categories Spatial clusters:  Attractions/souvenirs on Essex St. & Pickering Wharf   Clothing stores on Essex St. & Museum Place Mall Front Street knitting/needle arts cluster Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Downtown Vacancies

   28 downtown vacancies, representing 63,000 square feet (SF) 13 vacancies are seasonal spaces or not available 16 spaces or 38,000 SF currently available   All are less than 5,000 SF Most are under 2,000 SF Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Sales Gap Analysis

    Compares sales to demand to identify store types where demand exceeds supply. Sales (supply) exceed demand in almost all retail categories Unmet demand for 6 store types that fit downtown: 

Specialty food, shoes, used goods, clothing accessories, sewing/needlework, jewelry/leather goods

Salem can add 63,000 SF in retail space by growing its market share and filling store gaps Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Key Issues and Opportunities

     Gain market share among trade area residents to expand downtown retail base Grow visitor market especially in May, June and September Downtown is best positioned to expand in Specialty Retail and Dining/Entertainment to create an unique shopping center Enhance the appeal of its historic character and buildings Grow downtown housing & resident market Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Downtown Retail Strategies

Retail Development Strategy Market Development Strategy Karl Seidman Consulting Services/ConsultEcon Experience Enhancement Downtown Salem Retail Plan Strategy

Retail Development Strategy

    Proactive recruitment to attract targeted businesses   Restaurants, specialty foods, clothing, gifts & crafts, entertainment Attract new branches of successful regional stores Expand entertainment options and branding Improve permitting process for small businesses Support business growth and retention Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Retail Development Action Plan

      Create downtown recruitment team & tools Contact target businesses to pitch downtown location Establish ombudsperson & permitting team for small projects Start one stop application for café permits and coordinated process for new liquor licenses Organize signature entertainment event Continue & expand workshops, expert counseling and loan programs for downtown businesses Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Market Development Strategy

     Unified comprehensive marketing campaign Targeted marketing to Salem State students & large employers Build retail market with downtown housing Expanded promotions to increase spending by trade area residents Year round events program to attract visitors in off-peak months and boost local shopping Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Market Development Action Plan

      Create downtown marketing campaign:  Cooperative advertising  Single map, guide & web site Establish monthly night time promotions Organize loyalty shopping program Implement Chamber events calendar Incorporate downtown retail, dining and entertainment in visitor marketing Maintain zoning policies to encourage downtown housing development Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Experience Enhancement Strategy

    Better signs and information to navigate downtown Revitalized Essex Street Mall Sustained façade, cleaning & beautification programs Guidance and information for downtown visitors Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Experience Enhancement Action Plan

     Install kiosks at key locations Implement way finding system Create plaza & window displays on Essex Street Mall; formulate urban redesign plan Form & fund downtown clean-up squad & ambassador’s program Continue design guidelines and façade improvement program Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Implementation: Roles & Responsibilities

     Collaboration among city agencies, Main Street program, chamber, business & property owners Main Street Program: coordinate overall implementation and lead key initiatives City of Salem: leadership, funds and staff to implement, lead physical improvements & permitting Chamber of Commerce: support for events, promotion & marketing Business/property owners: use plan to guide their actions; fund & participate in Main Street program Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Implementation: Resources

      A diverse & entrepreneurial approach to funding Strategic use & coordination of existing ad budgets State grants Foundation grants Corporate, utility and institution funding Donations and pro bono services Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan

Conclusion

    Salem is well positioned to strengthen its downtown retail base and expand its market Downtown has solid cultural, economic physical and organization assets to leverage Retail Plan provides a shared strategy and blue print for action Three Cs are the key to implementation: Commitment, Coordination and Creativity Karl Seidman Consulting Services/ConsultEcon Downtown Salem Retail Plan